Newcastle United are named in the latest list of World Football Clubs with highest Brand Value figures released today.
The Brand Finance Football 50 is an annual study conducted by the leading brand valuation and strategy consultancy, ‘Brand Finance’.
Various criteria is used to determine which clubs around the world command the most valuable and powerful brands.
Brand value is the cost that a third party would have to pay to license the use of a brand.
The analysis of brand strength benchmarks risk, strength, longevity and future potential of the brand, relative to competitors.
The financial factors taken into account are revenue mix and growth, plus football specific measurements such as squad value, club heritage, kickdex data, UEFA coefficient ranking and the average attendance, amongst others.
Newcastle were 22nd highest in the 2015 report at the end of the 2014/15 season.
However, they fell to 32nd highest in the 2016 report when relegated at the end of the 2015/16 season.
After promotion a year ago, the 2017 report saw NUFC return to 22nd place, where they had been before relegation.
Brand Finance put the NUFC brand value at £193m a year ago, which was up 92% on the £87m in 2016 after relegation.
So basically, pretty much the entire rise was down to simply Newcastle United getting back to the Premier League, even returning to exactly the same spot (22nd) in the world’s highest.
So it was then very embarrassing when the club made such a lot of the 121% increase, proclaiming themselves the ‘fastest growing football brand in the world’.
When the actual reality was that Mike Ashley had shattered the valuation by relegating the club and it was only because of being back where they were in the first place (a Premier League club), as to why there was an increase. In other words, getting back to where you were originally isn’t a major leap forward!
With Newcastle having already confirmed Premier League safety over a month before this new 2018 Brand Value report was published, it has helped NUFC to retain 22nd place, although not improve on it.
So basically, Newcastle United have stayed in 22nd place, increased in Brand Value by the smallest of margins (less than 1%), from £193m to £194m.
Under Mike Ashley, yet again only the fans and the Premier League TV money are the only factors putting the club so high in this Brand Value list.
For the club to really progress, ambition is desperately needed.
Whilst any valuation (Brand Value or otherwise) is always going to be only an estimation, it takes a major leap of imagination to go from this £194m brand value figure, to the £400m Mike Ashley is reported to be asking for Newcastle United. With most experts/commentators doubting whether he genuinely is interested in selling, as the club is surely worth at least £100m under that £400m figure Ashley wants.